Asus SVP Shawn Yen says premiumisation focuses on value, not cost, in user‑first design

Shawn Yen, senior vice‑president at Asus, discussed the company’s design philosophy. He described premiumisation as a focus on delivering value rather than merely raising prices. Yen emphasized a user‑first approach in product development. According to him, design decisions are driven by customer needs. The executive linked premiumisation to enhanced performance and experience. He noted that cost considerations remain important but secondary. Asus aims to differentiate its offerings through this strategy. The interview was published in The Indian Express.